Stand out in the crowd

Long ago, I realized you can learn from everyone if you’re open to the experience.

So it was on a recent weekend when my bride and I headed up to Fullerton to celebrate our daughter’s birthday. Arriving early, we stopped at a local watering hole for some libations.

Rob Weinberg

Being mid-afternoon we had the place to ourselves. As confirmed people-watchers, my eye naturally followed the servers preparing for the evening rush.

My interest was captured by the bartender, meticulously wiping and turning bottles of alcohol. Everything had to be “just so” and upon completion, he’d left every label perfectly positioned and readable from anyplace along the bar.

Logically, patrons relaxing in a clean, organized atmosphere are likely to spend more. Making labels readable increases chances a customer will order a particular drink.

Then understand that each alcohol brand has invested huge sums into colors, imagery and bottle shapes to affix themselves in the consumer’s mind.

Regular readers know I’m all about finding ways to stand out of the crowd. If we assume 100 bottles visible on the bar (plus wine and beer) there’s a mob of spirits battling for your attention.

So that bartender, by organizing the branded imagery of those bottles and leveling the playing field, has simplified the drinker’s choice to recognizable products and reputations.

Now let’s examine your business and see if you’re labeling yourself as the preferred choice. In addition to providing good service or merchandise at fair prices, are you standing out of the crowd among your competitors by:

Dressing nicely?

Driving a car suiting the image you’re projecting?

Being enjoyable to be around?

Even alcohol can help improve your business. Consider:

Socializing with a client over a beer.

Gifting a bottle of wine at the holidays.

Sponsoring events like “Rancho Beernardo” to increase visibility.

Mom always tells me people want to be associated with a winner. Presenting yourself as successful should increase chances customers will come flocking to you.

And as you’re positioning yourself in the marketplace, remember to remain classy. After all, people are watching you, even in non-professional settings. One drink is sociable; six drinks is sloppy. Either way, word will get around.

And if booze if involved, get the good stuff. There’s no Boone’s Farm for sale at the Fullerton Marriott.